Meet the 9-year-old boy who tells you what to wear
Meet the 9-year-old boy who tells you what to wear
One of the "It" girls in fashion is actually a girl. It is not a young woman. He is not a teenager. A woman.
Giana, known for her 22,800 followers on Instagram as Dear Giana, is a 9-year-old photogenic artist and fashion enthusiast with a thin frame and a marketing weight that the brands want to take advantage.
Through her street style and the fashion drawings shown on an Instagram account that her mother runs, Giana has cornered the fans, including art galleries, Vogue.com, the streetwear fashion blog Highsnobiety and
Nike
.
The shoe and garment giant collaborated with Dear Giana on three shirts that will be launched on October 11, International Girl's Day.
"It's very good, sure," Giana said during a recent interview, where she had put on Nike Air Force 1 shoes and Nike socks.
In images of her Instagram 'Dear Giana', the young fashionista shows her urban fashion looks.
Photo:
g.von.g
Giana is among the stylish preteens who became famous for social networks and mini-influencers or anointed mini-creatives. Its rise occurs as sellers strive to achieve Generation Z, the approximately 67 million individuals were born approximately between 1997 and a few years ago. They have around $ 44 billion in purchasing power, according to Mintel. Thanks to social networks, members of Gen Z You can see an amazing variety of merchandise and pinpoint the clothes and shoes you want to wear, even if your parents are still paying for them. Gen Z is also the most racially diverse generation in the history of the United States: almost half is a race that is not white non-Hispanic.
"They already have a lot of influence, particularly because of their access and unprecedented digital resources, which drives them to try things while they are young that were not possible for past generations of children," said Meredith Hirt, Cassandra's ideas writer. A research firm specializing in young consumers. "Children do not have to wait until they grow up to be influential, ... which makes the brands of all industries realize."
For 33% of children ages 7 to 12 in the US UU., Clothing ranks second behind technology in categories they consider worthy of splurging, according to Cassandra, which shows that pre-teens are focused on fashion and are as interested in it as millennials are. Clothing ranked second for 36% of young people aged 13 to 20 years. "We've noticed an increase in car manufacturers targeting parents through their children," Hirt added, "recognizing that children and pre-teens are influential and dominate what their parents decide to buy."
Nike's communications director for North America, Jenna Golden, wrote in an email: "We believe that Dear Giana is a great inspiration for girls around the world." The company refused to disclose the financial terms of its contract with her. Earlier this year, Nike worked with eight young "influential athletes" and asked each one to design children's versions of one of the company's shoes.
The trend forecaster WGSN, who has tracked Giana since she entered the scene two years ago, called her "the girl of the moment" and the "next leading mini creativity" in a recent report. Giana has an open smile, dark bangs and loves sunglasses. She has Filipino and Mexican ancestry and lives with her parents and two younger siblings in Dallas. Gena, his mother and manager, asked that the family's last name be hidden for security reasons. "It's just to keep her safe," Gena said.
The fashion industry, always in search of the new, has a complicated history with young people. In 1980, Calvin Klein received criticism for the ads of a 15-year-old Brooke Shields. About a decade ago, Tavi Gevinson, 11, became famous for her fashion blog. In 2011, the fashion line Miu Miu chose actor Hailee Steinfeld, who was 14 years old, to star in his ads. Today, actress Millie Bobby Brown, 14, is a muse of fashion. Highlighting children raises concerns about exploitation and privacy. This year, Vogue committed to stop using models under the age of 18; some modeling agencies said they would stop using models under 16 years old. Last year, two luxury conglomerates,
LVMH
,
who owns Louis Vuitton, and Kering, who owns Balenciaga and Gucci, banned models under the age of 16.
While the higher levels of fashion took steps to keep children out of the public eye, social networks offered them a completely new platform. The pre-teen market took off in 2010 with the launch of Instagram. Mrs. Hirt, of Cassandra, said that a few years ago J.Crew commissioned Sydney Keizer, a blogger from Milford, Ohio, to design a special collection for children. At that time, Ms. Keizer was 4 years old. J.Crew found his reconstructions on red carpet dress paper on his mother's Instagram account.
Parents who post images of their children's work can be contacted by brands or talent scouts who search on Instagram for the next potential star. This is how Giana was discovered. According to her mother, Giana began to show an artistic inclination at age 3, when she approached coloring pages with watercolors or "art shows" with small rock formations in the backyard.
Illustrations of Giana, who a few years ago began to tear pages of Vogue copies of his mother and customize them.
Photo:
Dear Giana
At 5 or 6 years old, Giana was taking pictures of her mother's Vogue copies and personalizing them with crayons, pencils and markers. Gena started posting images and videos of her daughter's efforts on Instagram. In 2016, when Giana was a 7 year old second grade student, a brand of children's clothing called même. He proposed to host his first art exhibition in Seattle, Gena said. Giana showed more than 40 works in the show and was on her way. Drawing pictures and designing streetwear styles that catch fire online is a natural thing, said Giana. "I just did what I like ... I only buy some clothes and use them as I want to use them." Gena said that Giana loves what she is doing. Giana said her mother "never forced me to do anything, she just let me do what I wanted to do."
In the two years since Giana's first art exhibition, there were three more, including one with Nike. Streetwear style blogs like Hype and fashion and entertainment news sites like Complex I have taken note of the cool girl of a pint who is a fan of Supreme, Louis Vuitton and Virgil Abloh of Off-White. The brands ask Giana to wear their clothes and accessories and to publish about them.
After discovering Giana on Instagram, Highsnobiety posted an interview with her in December. "Even more than here, this little girl who wears very beautiful clothes, is the fact that she wants to be an artist and has an outlet to reflect her creativity," said Jian DeLeon, editorial director of Highsnobiety. "The fact that I'm doing a collaboration with Nike is really amazing."
Vogue.com asked Giana to illustrate some looks of the New York Fashion Week in February and captured it working on a video. Vogue saw that "Giana was not playing dress up, she actually had something to say and share with the world," said fashion news editor Monica Kim. Giana's passion for streetwear and her art encourages other children to be creative while also inspiring adults, said Erin Rechner, principal publisher of children's clothing at WGSN. "They are looking for her, a new and fresh inspiration."
To prevent Giana from taking attention too seriously, her parents "limit the amount of things we tell her," Gena said. "We are keeping it on the ground." His father, Anthony, is a creative director. Gena, who studied scenography and retail showcase, says her daughter still has domestic chores, such as making her bed and cleaning her room.
Gena, above, with her daughter, says that the family keeps Giana rooted in the midst of her growing fame.
Photo:
Justin Clemons for The Wall Street Journal
This year, the family hired an agent, Jeffrey Klein, director of the influential people division at Photogenics, a talent agency in Los Angeles. In an email, Mr. Klein wrote that he is closing the deals for Giana with "great brands for design collaborations that will fall in 2019 and until the spring of 2020."
Write to Ray A. Smith in Ray.Smith@wsj.com
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